The Magic Behind Twilio’s Meteoric Growth with Sara Varni, CMO

Pipeline Visionaries

According to Sara Varni, every marketer is a demand gen marketer in some respect, because success is all about performance. But that doesn’t mean that every marketer needs to be a “spreadsheet jockey.” On this episode of Demand Gen Visionaries, Sara tells us why it’s important to combine the art and science of demand gen to fully master the art of B2B marketing.

Key Takeaways:

• Funneling leads to sales is great, but you can’t abandon your long-term strategy plays. Make sure you’re developing a fully built-out funnel and not sacrificing a healthy pipeline for short-term gains.
• Don’t spread yourself too thin. Make sure you’re really focused on no more than two or three key personas.
• Field marketing is going to be key to developing a fully functioning demand gen team, even in a post-COVID world.

Quotes:

• “Personalization is going to be the key to conversion moving forward.”
• “[Demand gen is] a mix of art and science. You need a mix of short term wins that are easy to quantify and awareness tactics that are not perfectly simple to align attribution to.”
• “It’s been a really crazy time to lead people but I do really believe we’re all going to come out of this stronger marketers.”
• “Get under the hood as quickly as you can. Go look at your funnel top to bottom. Figure out where your biggest levers are and where you can have the most impact.”

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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